MUMBAI: The Board of Control for Cricket in India (BCCI) is eyeing eight sponsors across categories for the Indian Premier League (IPL). The BCCI has invited expression of interest (EoI) from third parties for official partner rights, strategic timeout partner rights, and umpire partner rights.
The BCCI said that the rights set out as part of the EoI are standard rights made available by BCCI to its partners, however the same is open to negotiation and customisation.
The BCCI intends to appoint up to a maximum of six official partners, one strategic timeout partner, and one umpire partner. It is looking at a duration of 3-5 years for each partnership.
As is the standard practice, the BCCI will grant rights to one party in each product category. Parties can express interest in acquiring the rights in respect of more than one product category but no single third party will be appointed as an official partner, strategic timeout partner or umpire partner in more than one product category.
Earlier, Vivo had retained the title sponsorship rights at a huge jump compared to what it had been paying previously. It will now pay Rs. 2,199 crore, a 554 percent increase over the previous contract. In the previous edition of the IPL Freecharge and Maruti Suzuki were among the central partners.
The grant of rights will be conditional upon the relevant third party entering into a binding agreement with BCCI.
Interested third parties (including but not limited to a marketing agency) wishing to acquire any of the Rights should make an EoI. Marketing agencies can submit an EoI only if they have experience in selling rights and have an annual turnover of not less than Rs 50 crore. The agencies will also to submit EoI for at least three IPL official partnerships and each of the IPL strategic timeout and IPL umpire partnership rights.
Each EoI must be delivered by email to marketing @bcci.tv by 5 pm on 17 January. EoIs beyond the deadline will not be considered unless BCCI decides otherwise at its discretion.
BCCI anticipates a period of negotiation with third parties submitting EoIs till 31 January 2018, and does not intend to consider any offer for the Rights which is received after the said date.
For the avoidance of doubt, the BCCI clarified that it is not obliged to award the rights to the third party which indicates willingness to pay the highest
fees in the course of discussions/ negotiations with BCCI after submitting an EoI.
BCCI’s decision in this regard will also depend on a number of other relevant factors including but not limited to the manner in which the third party intends to exploit the Rights and the potential impact of the same on brand IPL as also the fan/ viewer experience, which will be examined/ evaluated by BCCI in the course of discussions/ negotiations with interested third parties who submit an EoI.